We caught up with the brilliant and insightful Zhenya Rock a few weeks ago and have shared our conversation below.

Alright, Zhenya thanks for taking the time to share your stories and insights with us today. Earning a full time living from one’s creative career can be incredibly difficult. Have you been able to do so and if so, can you share some of the key parts of your journey and any important advice or lessons that might help creatives who haven’t been able to yet?

For more than 30 years, I’ve successfully turned my love for music into a sustainable, full-time career. But let me be clear: it didn’t happen overnight. My musical roots are deeply embedded in Romani and Balkan folk traditions, and I’ve always had an insatiable desire to innovate. By fusing these traditional elements with rock and jazz, I carved out a unique style that became my signature in the industry.

Financial stability came in stages. My first significant milestone was landing a full-time job as a composer and musician at the theater “Arlekin.” This role not only provided a steady income but also served as a platform to refine my skills. From there, I ventured into various projects, including forming bands and releasing albums, which diversified my income streams. My work with the Red Elvises and later with Balkan Laikas, for instance, brought in revenue from album sales, live performances, and even film contributions.

Looking back, I sometimes ponder if there were ways to fast-track this journey. Digital marketing and online collaborations come to mind as avenues that could have accelerated my career. Yet, each milestone, whether it was a new band, a special project, or a festival I founded, has been invaluable in shaping me as an artist and a visionary in the music world.

So, to answer the question: Yes, my creative endeavors have indeed afforded me a full-time living, and what a thrilling ride it’s been. The ups and downs, the successes and setbacks, they’ve all contributed to who I am today, and I wouldn’t have it any other way.

Zhenya , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My musical journey got its start at the age of 16 when I was hired to play in a cover band. This early experience led to several projects and eventually a full-time job as a composer and musician at the theater “Arlekin.” This role was a major milestone in my career, providing me with a stable income while allowing me to hone my skills in a professional setting. Alongside my theater work, I also formed a successful band called Quiet Time, which won several competitions and released a vinyl. The next pivotal moment came when I moved to the USA and co-founded the Red Elvises with Oleg Bernov and Igor Uzov. As their lead guitarist and composer from 1995 to 2004, we released twelve studio albums and contributed to film soundtracks. Then, in 2004, driven by a hunger for Romani and Balkan folk traditional music, which comes from my roots, I founded Balkan Laikas. Our unique blend of rock n’ roll and Balkan beats has since captivated audiences worldwide.

Apart from bands I have explored avenues in my journey. Through my solo project called Zeerok I venture into sounds while Astralia—an endeavor—explores the fusion of ambient music, with rock. Additionally, I founded the Romani Festival GypZee Heart as an initiative to celebrate Romani culture and music with connections to other cultures. Unfortunately, this year Austin City has decided not to fund this great project. While I’m deeply disappointed and disheartened by this decision, I understand that funding is a complex issue with many competing interests. It feels like a missed opportunity for the city, but it also strengthens my resolve to find alternative avenues to keep the festival alive and continue enriching our cultural landscape.

Collaborations have played a role throughout my journey.
I’ve had the privilege of working alongside musicians, like Arthur Brown and Pat Mastelotto from King Crimson. Recently I had the opportunity to compose the theme song for Nukutepipi, an atoll located in Polynesia. This project was initiated by Frog Collective, a group founded by Guy Laliberte, who co-founded Cirque du Soleil.

How can we best help foster a strong, supportive environment for artists and creatives?

In my over 30 years in the music industry, I’ve seen firsthand the struggles and triumphs that come with being a creative professional. While I’ve been fortunate to carve out a sustainable career, I know that many artists face significant challenges. So, what can society do to better support us?

Financial support is crucial. Whether it’s through grants, sponsorships, or public funding, artists need the resources to create. Take my Romani Festival GypZee Heart, for example. Despite its cultural significance, it was overlooked for public funding this year. This kind of financial support can be a game-changer for many artists and their projects.

Another pressing issue is the underpayment of artists by many festivals and venues. This not only devalues our work but also has a ripple effect on the quality of music and sound. Bands often resort to smaller lineups to fit within tight budgets, sacrificing the richness of their sound. Moreover, the need to make ends meet forces bands to perform more frequently, leaving little time for rehearsals and creative exploration. This cycle stifles innovation and leads to a loss of potential in the long run.

Education and mentorship programs can go a long way. Young artists need guidance to navigate the complexities of the creative world. I was lucky to have mentors early in my career, and I believe more experienced artists should pass on their knowledge to the next generation.

Platforms for exposure are essential. Whether it’s local galleries, online platforms, or music festivals, artists need spaces where they can showcase their work to a broader audience. The more visibility we get, the more opportunities come our way.

The general public can play a significant role. Attend shows, buy albums, or even share an artist’s work on social media. These actions may seem small, but they have a considerable impact on an artist’s career.

In summary, a thriving creative ecosystem requires a multi-faceted approach: financial backing, fair compensation, educational support, platforms for visibility, and public engagement. If society can focus on these areas, I believe we’ll see a more vibrant, sustainable creative community for years to come.

Any insights you can share with us about how you built up your social media presence?

Building an audience on social media has been one of the most challenging aspects of my career, and I’ll be the first to admit that it’s an area I’ve neglected for years. The struggle to balance performances, creativity, and social media upkeep is a juggling act that many artists, including myself, find almost impossible to maintain. I know I’m not alone in this; many great artists grapple with the same issue.

When I finally decided to take social media seriously, I realized it’s not just about posting content; it’s about engagement and creating a community around your art. I started by sharing behind-the-scenes looks into my creative process, snippets from rehearsals, and updates on upcoming projects. Slowly but surely, I began to see engagement from my audience, which was both humbling and encouraging.

My advice for those just starting to build their social media presence is to be authentic and consistent. Authenticity resonates with people; they want to see the person behind the art. Consistency helps in keeping your audience engaged. It’s better to post regularly, even if it’s just once a week, than to post sporadically.

Another tip is to leverage the power of storytelling. Whether it’s the story behind a song, an artwork, or a performance, people love to know the ‘why’ and the ‘how,’ not just the ‘what.’ And don’t underestimate the power of collaboration. Partnering with other artists or influencers in your field can expose your work to a broader audience.

Lastly, don’t be too hard on yourself. Building a social media following is a marathon, not a sprint. It takes time, effort, and a lot of trial and error. But most importantly, it requires a commitment that many of us find hard to sustain given our other responsibilities. However, the payoff, in the long run, can be immensely rewarding, both personally and professionally.

So, while I still have a long way to go in mastering the art of social media, I can say that the journey, though fraught with challenges, has been enlightening. And if someone like me, who neglected this crucial aspect for years, can make progress, then trust me, so can you.

Contact Info:

• Website: https://zhenyarock.com/home
• Instagram: https://www.instagram.com/flyingbalkanlaika/
• Facebook: https://www.facebook.com/balkanlaikas/
• Other: https://balkanlaikas.com/epk-for-media

Image Credits
Serge Kuzmin